Become a white whale

This spring just passed, the fast -flowing world slowed down.

When the epidemic is closed and the logistics is limited, the anchor of the live e -commerce company is particularly deep in this change: the sample cannot be delivered, the goods cannot be sent out, the refund rate rises straight, and the home cannot be broadcast ... Lost in less:

Do you want to continue? How can I continue?

Fortunately, the connection between people and people in the live broadcast room warmed them, giving them the light in their epidemic, leading them forward. Some people have accumulated new experiences, some have found a new direction, and some have rushed out of the comfort zone and have the courage to continue to break through the level.

This is the story of several anchors, and it is also the story of more ordinary people.

Text ｜ Lin Nian

Edit ｜ Sangliu

1

In mid -March, Wang Xin noticed that the atmosphere of Shanghai's epidemic prevention was tense, and the communities where employees lived were blocked. On the afternoon of March 24, she made a decision as a decision. When she was pregnant, she drove four or five supermarkets, bought foods such as hanging noodles, rice, and edible oil. Together with other 30 employees who did not receive the sealing instructions, they hurriedly moved in in a hurry. Company dormitory.

Wang Xin is the coordinated and anchor of the fast -handed e -commerce account "MIMI Children's Factory". This year is the fourth year of her operation of this account. She knows that if the live broadcast is broken, even if it is not broadcast for a few days, the active account activity will decline, and she must try my best to save the live broadcast.

Why do you have to keep the live broadcast? Wang Xin feels that the live broadcast is the most authentic and firm connection between her and others.

She has started a business in Shanghai for many years and has been away from relatives and friends who are far away from her hometown. The live broadcast made people's voices and lives of third- and fourth -tier cities seeing. Wang Xin saw that those who live in small counties and even rural areas, their concern to others is rustic and sincere. In the second month of the company, the sample was displayed and there was nothing to sell. Wang Xin was worried that the live broadcast data should be dropped, but the fast -handed fans still came to the live broadcast room to greet her every day, "Are you eating enough recently? Don't be too tired if you are pregnant." Fixed trust. Such trust and understanding allows Wang Xin to have difficulty at many moments.

Even most of her employees came through fast hands. At the beginning of the establishment of an account in 2018, there were only two people in the team. She issued a brief recruitment notice, hoping to recruit a packaging worker to literacy, suffering, and no cultural requirements. One after another, she came into contact with many people who came to apply. Most of them were women, some were housewives, and some were farmers who came to Shanghai workers. Before that, they had no work experience and low cultural level, but they were generally young. Responsible and responsible. Wang Xin taught them how to operate their mobile phones and computers, and took them from moving, tricia to customer service and operation. She hopes that one day, these girls can get rid of simple physical labor and use their knowledge and experience to get returns.

A employee from Lianyungang, Jiangsu, is responsible for packing in the company. He is very serious and can endure hardships, but he doesn't talk much every day, only to work hard. Wang Xin didn't want her to do the work of moving the goods in the future, and persuaded her to learn the computer, but she was stunned: "I don't want to learn."

During the epidemic, the delivery volume was reduced. When there was nothing to do, she lay in the dormitory. Wang Xin couldn't help but get angry with her and another girl in the same situation. "I persuade you every day, but I will never dare to take the first step and just want to stay in the comfort zone! Which company owner asked you to come over to learn the computer and send you to send you to send it to you Salary? Do you want to live with the goods in the future?! "

Two days later, Wang Xin saw that they finally sat in the customer service office, poked the keyboard with their fingers, and knocked on. Wang Xin was very touched, and employees could feel that they really considered them. The epidemic reveals the uncertainty of life and stimulates them to get out of the comfort circle, which will become an important skill in their future.

When the length of the sealing control exceeded expectations, the epidemic and pregnancy response made Wang Xin feel anxious and uneasy. Sometimes when the live broadcast time, she suddenly didn't want to move. Without the company's management, everyone follows the previous live broadcast process and runs the work. Employees will stood spontaneously in front of the camera to live broadcast for her. The actions can not be moved, and colleagues responsible for investment promotion and operation will take turns to replace. Together with Wang Xin, in the nearly 2,000 square meters of samples, all samples were picked out, picking out explosive products and other categories that continued to be displayed. Two months in the company, no employees sighed, and no one complained about the epidemic. Everyone talks more about cherishment. In special periods, they can support each other in the company without allowing the company to stop.

Facing the goodwill of fans and employees, Wang Xin wants to do more. She found that the channels for obtaining information in the sinking market are scarce. For example, after 15 days of birth, children must eat vitamin D3. The consensus generally owned by mothers in this first -tier city cannot radiate to third- and fourth -tier cities. The incompetence of information makes them vulnerable to deception, and her fans are mostly pregnant women and Baoma. She secretly made a determination. Even if it was a very simple product, she had to explain the content of the product and extend more.

She believes in the power of knowledge. Before coming to the live broadcast e -commerce, Wang Xin started a education institution, facing the school -age children in Shanghai. She gradually discovered that being a training teacher in education institutions can only benefit a small number of people, but the live broadcast can affect many people across the country at one time. The first way Wang Xin thought of was to sell books. However, the live broadcast of goods pays attention to efficiency. It takes a lot of time to explain the content of a book, which is contrary to the fast -paced of the live selling goods.

The epidemic became a turnaround. The home of the 15 -minute drive outside the company's park could not go back. Wang Xin could only video to see the two children in the family. The child wanted to accompany her because of her mood and lost her temper because she wanted her mother. One night, she made a short video and made a short video, telling her feelings about children's enlightenment and parents. What I didn't expect was that after the video was sent out, many resonances. Many people commented below. "Would you like to tell us education?" In addition, many products sold in the epidemic are out of stock. Wang Xin decided to put efficiency in efficiency. On the one hand, pick up the book that wants to do it for a long time, and organize it twice from the original half year to the current month. Usually, she will spend more time to share with fans' understanding of books and education. This is the first time she has felt so fulfilling and happy since she did live. She saw another possibility of her career, and the transformation from pure e -commerce to content sharing accounts may be a way that is more suitable for you.

Broadcast every night at 12 o'clock in the evening, Wang Xin will habitually look at the buyer show sent by fans. She saw that the same book fell into different families. Some books fall in a warm and elegant home, and there are some backgrounds of books, which are soil in rural areas. The child was sitting on the cymbal, and the table was broken. Wang Xin remembered his childhood. Her first desk was picked up from the trash can downstairs.

After her parents divorced, she lived with her mother. In the second grade of elementary school, the head teacher distressed her and gave her two sets of comic paintings, and told her mother that she would take her to Xinhua Bookstore to turn around regardless of the condition of her birthday. This small requirement allows Wang Xin to touch another world. By reading, she completed her jumper a little bit, admitted to college, and was admitted to graduate students. She shared this story with fans in the live broadcast room, hoping that more children would benefit more like her in books.

Through this test, Wang Xin had more reflection. In the past, she was on a business trip for 20 days a month and raced time with time. The epidemic pressed the suspension key for the busyness. "When this difficulty, I instead stimulates you to think and find a way out. I used to think that I want this. Grasp, I want to catch the children's clothing, now I think, why do I have to compare with others? I am more willing to put my energy on what I am good at, such as education. "Wang Xin said," Through this epidemic, the rhythm slows down slowly. It seems to be less money, but you will feel that things you have to do next, you will be more clear. "

Wang Xin's interviewee in the live broadcast

2

Seeing that the refund rate suddenly soared from 20%in January to 35%, Yiyi became more and more tense.

Beginning in late March, it continued until May. The beauty brand Maruki, where Yiyi was located, was impacted by the Guangzhou epidemic. Like Wang Xin's "MIMI Children's clothing", Yiyi's live broadcast room also encountered the problem of logistics difficulty to clear. The community with employees has begun isolation and sealing. The brand decides that in mid -April, the employees of the live broadcast base arranged to the 5C R & D center to be closed.

Contact the relocated personnel, arrange accommodation, and re -build the live broadcast room suitable for the fast -handed atmosphere. The whole process is only less than three hours. The team was stationed in the center for 12 days, and it was broadcast at 7 o'clock in the morning, and it was only broadcast at 12 pm. It was uninterrupted for 18 consecutive hours. Everyone threw it on the live broadcast. The company is equipped with an independent dormitory and cafeteria to make logistics support for them.

Faced with the logistics problem caused by the epidemic, their solution was to actively respond to: customer service contacted the users one by one, to find out the delivery status for them, and explained why they could not ship. The first attack has reduced complaints a lot, in exchange for more understanding. When the anchor patiently responded to the delivery problem in the live broadcast room, fans did not have too much resistance and speech attacks.

Yiyi led the establishment of a live broadcast team in March 2020 to do live broadcasts and train anchors. She knows that making live broadcasts is different from previous sales positions, and the process of establishing a connection is much more rare than face -to -face communication. Especially during the epidemic period, when logistics stuck and new products are updated in time, the trust between anchors and fans seems important.

Their live broadcast was extended from 4 hours to 6 hours, and then 18 hours, or even 24 hours. Different anchors' rotation to ensure the chance of increasing with fans during the epidemic. Beginning in April of this year, the Kuapi brand's fast -hand account updates a video of an art sister as the main creator every day to share professional skin care knowledge. Such an update frequency can ensure that users can see the sharing of arts every day, increasing their sense of familiarity and trust. The Kuaishou Platform became a bridge between Marumi and Yiyi and users, breaking the barriers of the network and erected from the distance.

It is difficult to change outside factors. In order to make fans trust the live broadcast room in an anxious mentality, Yi Sister and her team must adjust themselves.

They find that many people will divide their own products by age. The questions in the live broadcast room are often "I am 25 years old this year, can I use it?" The anchors will remind them again and again that everyone's awareness of maintenance is different. Corresponding to the skin condition of the age is different. It turned out that the content that was explained in half an hour to an hour is to be compressed to one minute or even tens of seconds in the network space. They will guide customers to quickly identify their skin status, know their problems more accurately, and quickly help them find suitable products. When the data is not good, the team members do not complain with each other. Each anchor will be broadcast on the day, and the team owner will have a small meeting. Which product is not introduced in place today, and how to adjust the speed and tone. Senior anchors are lighter to the anchor to discuss where to do better. Sister Yi said that when they never had too much anxiety and panic, everyone was doing things silently and waiting for the signal to be good.

To come into contact with diverse people and provide help for them, it is the criteria for life that Yiyi has adhered to in the past years. She was born in a family who was engaged in the beauty industry. After graduating from college, she entered Maru Mi and began the course of more than ten years of beautician training. She has seen a lot of girls who came to the counter to find her, and shared her experience with her beauty with her. "When she came to your counter to find you, you watch these young people because of their skin condition and life. From the beginning of confusion to uncertainty at the beginning, to firm conviction, you will feel that the beauty industry is a career that can be worthy and suitable for long -term persistence. "

In the live broadcast era, the value of anchors is not just sharing. Many times, anchors are a companion for users in the live broadcast room. Yi Sister ’s work time is 14 hours a day, and it will appear in front of the screen at 7 in the morning, because it is the busiest time for the Baoma. They will get up early to send their children to school, or prepare breakfast for an old and young family. While cooking, they talked to the art sister with their mobile phones, talking about the trivial matters at home, and praised each other. In the screen connection, it became more than just sales, but also their common wishes.

"When I see you offline, only I see you can I have the opportunity to serve you, and you can understand me, but now we can let people from all over the country and the seas from all over the country through the live broadcast of the country can understand me, and even It is to understand the company. Through my video, help them to become beautiful together, and there is a sense of pride and happiness. "Yiyi said," When you take the epidemic as a normal state, you will not let all your focus be released It's there. It's like when you have a toothache, you will extend all your feelings, and you will not focus on your toothache. So even if we are in the epidemic, we can still do a lot of things. "

As the epidemic in Guangzhou gradually controlled, the data of the Kuaishou live room warmed up a little bit, and the refund rate was falling. Sister Yi knows that happiness and confidence are unprecedented at this moment.

Artisen

3

Gege remembers that on May 20, the number of people in the live broadcast room suddenly became much more. Leave a message one after another- "Gege, this dress is so beautiful!" "Gege, I didn't wait for this clothes." A sister said, she waited for more than 40 days. Gege wants to cry a little -logistics is gradually unblocked. Sisters can receive the goods, and the stones in her heart can be put down, and life seems to finally return to the right track.

She still remembers two months ago, on March 6, affected by the epidemic, Hangzhou Four Seasons, one of China's largest clothing wholesale markets in Hangzhou, was suspended. Two days later, the clothing brand Jiashi Li also decided to close the offline stall. March and April are the peak season for the wholesale of silk products. If you miss it, it means that this batch of silk products will be in your hands.

Gege is the anchor of Jia Shili on the fast -handed platform. At the end of April, the factory was still closed. She and the team took mobile phones, computers and brackets, holding a bunch of clothes, and transferred to the live broadcast room of a friend to continue the live broadcast. The light is not right, and the clothes are always colored, but there is no way, it can only be so temporarily made up. The live broadcast data has fallen very seriously. The daily single volume is only half the previous, and the number of real shipments should be cut half. Because the logistics is not connected, there are more than 1,500 units of goods at most. Considering the freight and return, "selling one is equivalent to paying one."

For the clothing industry, the change has arrived in 2020. At that time, the sudden epidemic caused the new products that had not been on the market directly into inventory, and Jiashili, who had opened the stall for 30 years offline, decided to enter the online live broadcast platform. It was also the beginning of Gege's live broadcast career. She became an anchor with a large -scale personality and experienced experience in physical stores. She gave herself a name "Silk Gege".

On the second day of the broadcast, the number of viewers in the Kuaishou live room was less than 20. The original customers were drawn by low prices: a market price of more than 1,000 yuan, the price of clearance was 199 yuan. So far, Gege can still see the name of the original fans in the live broadcast. But when fans rose to 600,000, Gege believed that this was a return of "sincere change and sincerity".

She is from Hubei. She is hearty, fast, fast, has been doing things. For more than ten years of physical stores, customers can always turn customers into friends. When she was doing live, she always felt uncomfortable at first. In the past, I saw the customer. Now I have to face a string of IDs. Gradually, those ID became a face that could be seen. In her private mailbox, they occasionally received photos and videos from various places: the days when they went out, fans did not forget to share with Gege. They wore the clothes in the live broadcast room, showing a beautiful posture in the forest, on the grass, and in front of the flowers, showing a cute smile. Fans are mostly women over 60 years old, and they are similar to Gege's mother. "Sometimes I think they are my real loved ones. My mother, aunt, and uncle. When going to buy things online, I am afraid that they will suffer and be fooled. "

People of this age buy are mainly plain colors, and Gege will encourage them to challenge the bright colors. What they get is hesitant to answer. Will it be smiled by others? "Gege advised her," Sister, the more I feel that I am older, the more I have to make myself bright. As long as you want to wear a piece of clothes, you can choose. This is what women should have Wonderful. "Gradually, the bright colors were selling well, and they got the courage to try on Gege. They just regarded this fast -live broadcast room as a career established by themselves and Gege. When they saw a good version of the good version, they would secretly ask Gege. Can we develop this version?

They need to go to the address of Gege and the team in the form of return, and continue to send gifts. Fans in Inner Mongolia sent her beef jerky and milk sugar, and the fans of Xinjiang sent her jujube. She also received the seafood and meal replacement biscuits from the coast. She asked them not to send them, and they beat the eyes, saying that she was "wrong" and "No."

Because of this friendship, Gege and her team spent this difficult spring.

Grid is in the live broadcast interviewee. Photo confession

Everyone who has spent the storm must have the quality of the storm. Whether it is Wang Xin, Yiyi or Gege, the energy behind them is surging. It is a group of fans full of goodwill, a solid and reliable team, and a platform with a consideration and consideration.

Wang Xin's WeChat avatar is a blue white whale. "Little White Whale" is the name of the past education institution, which originated from a movie "The remaining life of the deserted island" she had watched. In the movie, when the protagonist was unconscious, a whale was always accompanied by the side, and finally woke him up to wake him up, allowing him to be rescued. This scene, Wang Xin remembers deeply. Whales are animals that are friendly and willing to help other species, smart and well -known. Sometimes she feels that the employees around her and the fans in the distance are like whales. In difficulties, they travel with her. She also hopes that she can become other white whales and bring them a better life and hope.

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